Viral: 'Barbar' Cilok Seller in Sembalun Attracts Tourists with Unique Promotion
A cilok seller in Sembalun, East Lombok, West Nusa Tenggara (NTB), has become a social media sensation due to his unique promotional methods. His engaging content has captured the attention of passing tourists.
Kober, as he is affectionately known, sells cilok daily by the roadside near the entrance to Bukit Gedong. The 25-year-old, originally from Desa Sapit, Suela subdistrict, uses unconventional tactics to engage with customers.
On social media, Kober is recognized as a ‘barbar’ (rough) cilok seller because he greets tourists in an unusual way. Many videos show him chasing after passersby while carrying his cart and merchandise.
The man, whose real name is Saril Rasyidi, explained that he started creating content two years ago when a friend recorded him. The video went viral, and he decided to continue making similar humorous content.
“My friend was the first to record me. He only bought Rp 5,000 worth of cilok, and I was playfully complaining in the video. It went viral, so I started creating more content like that,” said Saril, also known as Kober, in an interview with detikBali on Saturday (May 16, 2026).
According to him, he doesn’t treat every customer the same way. He carefully selects which customers to greet with his playful ‘barbar’ approach.
“I have to choose wisely. Sometimes, if someone looks like they’re not in a good mood, I just smile and say hello. But if they seem friendly, then I unleash my ‘barbar’ sales technique, playfully teasing them until they buy my cilok,” Kober said.
Despite his seemingly aggressive sales tactics, no customers have ever been offended. In fact, they find it entertaining and laugh at his antics.
“They’re amused, and no one has ever complained about my sales style,” Kober added.
He believes that combining sales with content creation has increased his income. Many passersby recognize him from social media and stop to buy his cilok.
“Sometimes, people who weren’t planning on buying anything end up buying it because they recognize me from social media. Many of them call out my name,” Kober said while serving a customer.
The name Kober was chosen because he used to work as a construction worker in Bali and always bought Mie Kober after work. Therefore, he named his social media accounts and cilok brand Kober.
Kober explained that the income from content creation helps supplement his family’s daily needs, in addition to his earnings from selling cilok. This includes revenue from ads and endorsements.
“The income from content is a good supplement, but for now, it’s still less than what I earn from selling cilok,” Kober said.
If you visit Sembalun, you can find Kober selling his cilok near the entrance to Bukit Gedong on the main road. He starts selling at 8:00 AM and continues until 5:00 PM.